The global sports brand PUMA has signed a new long-term partner — singer-actor-producer Selena Gomez.
Gomez, 25, has already begun working with PUMA and will first appear in its newest campaign for Phenom, an upcoming women’s footwear line. She joins such other PUMA celebs as Cara Delevigne, the British fashion model, reality TV’s Kylie Jenner and singer Rihanna.
According to PUMA, Gomez will help design products and direct a few upcoming campaigns.
In her inaugural campaign, Gomez is photographed in the Phenom sneaker. She told Vogue that she’s obsessed with the collection’s versatility: “It’s all these pieces that you know are going to look good together,” she said, “so it’s just kind of throwing this on, throwing that on.
“I think it’s become this collaborative thing, where streetwear and fashion blend into one,” she said. “I see girls now feeling sexy in … clothes you could go work out in, then put on a cute pair of shoes and go out after. That’s what’s so crazy about now. Even just throwing something over a workout pant or sweats, you kind of feel like you can do whatever you want.”
Gomez fits with PUMA’s brand values and has a significant influence on young women, with her integrity, hustle and drive to succeed. She’ll be an active voice for PUMA’s and PUMA will be working with and supporting causes Gomez favors.
“Selena is authentic, creative, talented and fearlessly real,” said Adam Petrick, PUMA’s global director for brand and marketing. “With her honesty and openness about living with lupus, she has provided an incredible example of confidence, poise and determination for all of us. She is not afraid of the challenges our world can offer; she fights and perseveres, which is exactly what PUMA is all about.”
